Challenge#1: We had 5 days to create, approve and produce the guerrilla campaign. Challenge#2: São Paulo had tough legal restrictions to any OOH or marketing action in streets. Fact#1: The print campaign and TV spots used phrases projected in scenarios. Fact#2: The campaing would start on TV in a Friday, 9pm. Insight: why not launch the campaign on air, LITERALLY? We created TIM Air Guerrilla. Two helicopters in each city flying and projecting phrases that activate the concept throughout different points and buildings of São Paulo and Rio. Teasers before 9pm and finally the concept at very same time the spot was on air on TV. Everything broadcasted on net.

We reached thousands of people in the two most populous Brazilian state capitals. The number of audience reached where the helicopters flew overhead, taking into account this high density, shows us that between half a million to one million people watched the action. The access to social media show that. On YouTube, more than 210 thousand accesses. More than 40 blogs in Rio and Sao Paulo cited the action, and in only one of them, Babado Sure, of Recife, there were 23 thousand hits. The total number of accessions was almost 40 thousand hits in one week, at 87 blogs around the country.